Resumo de Pr In Csr - sanjay gora

Corporate Social Responsibility (CSR) is in plain simple terms, common business sense. This is not to deny the good intentions of, or discount the good work done by the Corporates, but essentially a summing up of the outcome of CSR, directly or indirectly. And Public Relations (PR) now-a-days is fast emerging as a significant component of overall business strategy for every progressive organisation, especially with Advertising no longer remaining the cost-effective tool in price-sensitive markets. Then there is also the question of credibility, PR wins hands down here. Coming back to CSR, PR has a very, very important role in publicizing about the CSR activities in a subtle, unobtrusive way. Advertising for CSR is like blowing your own trumpet, and patting yourself on the back. At times, corporates spend more on advertising CSR acts than they have spent on the act itself per se. Talk of credibility! The other important point here is that it is always impressive if others praise you for the good jobs done by you. But if we presume that the good work will get noticed in the long run, then we are living in a utopian world, cut off from the realities. PR in CSR then, is being a socially responsible corporate and then letting the world know about it in subtle, unassuming manner, facilitated by PR.

\nAs is the case with every PR initiative, for CSR also, PR can be effective only if this is done for genuine CSR things, not just for publicity-sake or short-term image building. Superficial or patch-up deeds will only earn as much respect as they deserve, in the long run. Having said that,\n the role of PR in getting the right mileage, if i may use the word, out of well-intentioned acts of goodwill, can not be denied. And I personally feel that there is no harm in doing that, if one does it to acquaint and apprise the internal and external publics ( in PR lingo ) about the community support activities being done by the organisation. Apart from creating awareness or publicity about the CSR initiatives, the PR support can even play a contributory role by informing the public and potential beneficiaries, about various ongoing projects and campaigns, especially in the initial stages. But then, all good and well-planned\n projects do move beyond initial stage. CSR by definition is a continuing activity, and it\'s not done in jerks and starts. Though some organisations practice it, when they feel that their brand image (supposing there is one) needs some boost. But as one \nHindi bhajan goes \'Dukh mein sumiran sab karen, sukh mein kare na koye, Jo sukh mein sumiran kare, toh dukh kahe ko hoye\' . For our purpose, it can be interpreted as, \'If an organisation remember/cares for its employees and surrounding community/publics in good times, chances are that the good times will prevail for ever." And by extension, it also means that even if bad times fall upon the organisation, publics (in PR parlance) may tend to ignore and forgive one or two lapses.\n\n",1]
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As is the case with every PR initiative, for CSR also, PR can be effective only if this is done for genuine CSR things, not just for publicity-sake or short-term image building. Superficial or patch-up deeds will only earn as much respect as they deserve, in the long run. Having said that, the role of PR in getting the right mileage, if i may use the word, out of well-intentioned acts of goodwill, can not be denied. And I personally feel that there is no harm in doing that, if one does it to acquaint and apprise the internal and external publics ( in PR lingo ) about the community support activities being done by the organisation. Apart from creating awareness or publicity about the CSR initiatives, the PR support can even play a contributory role by informing the public and potential beneficiaries, about various ongoing projects and campaigns, especially in the initial stages. But then, all good and well-planned projects do move beyond initial stage. CSR by definition is a continuing activity, and it's not done in jerks and starts. Governments in most parts of the world are gradually withdrawing from direct control in various sectors of economy and the role of corporates is increasing in such sectors. Needless to say, corporates can not afford to enjoy all these privileges and advantages, without giving something back to the society. They have to take up new initiatives in the areas of Environment preservation, Health awareness, consumer rights issues and spreading education. The corporates, which happily take over the management of areas, which were hitherto been under government control, have also to share the responsibility in above listed social development activities, which are supposedly in the government domain. Implementing this logical conclusion has certain added benefits, as one can flaunt it, without any traces of modesty, so to speak. That is where PR comes in. Gaining mileage from actions, which one would anyway have to do, because CSR is no longer an option but a necessary requirement. Profit-making or increasing shareholder value is the prime concern of modern corporates. In such a scenario, certain CSR initiatives having implications on the profitability of the enterprise, can be misunderstood and misinterpreted by the stakeholders.

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